Using Email to Complement Your Marketing Strategy


Published: August 17, 2020 Author: Jason Holicky - Hometown Design Studio Inc.
Using Email to Complement Your Marketing Strategy

Connecting with an audience using email can be one of the most effective ways to deliver targeted, customized content to a specific group of people. With so much data to measure—who is opening what, which links are clicked, who seems to be ignoring everything—email is a highly optimizable tactic. In some cases, an email marketing strategy can stand alone. However, we think email is the most effective when it’s used to complement your broader marketing strategies.

Different Strategies for Different Audiences

How to complement your marketing strategy with email will depend on your audience. Businesses who market directly to consumers have a very different job from those who market to other companies. On the B2B side, the audience tends to be smaller and more focused, the buying cycle long, and the focus should be on providing valuable information, building relationships, and demonstrating expertise. The primary goal should be measurable lead generation, qualification, and nurturing.

On the B2C side, audiences can be much broader and the buying cycle much shorter. Relating to customers means establishing personal and emotional connections and building trust. Customers tend to be more focused on the products than continuing relationships once a baseline of trust is set, and they’re looking for deals and entertainment. The primary goal should be brand building and boosting sales.

B2B Email Marketing Strategies

When creating a complementary email marketing strategy for businesses, you must start by determining whether you’re addressing purchasing decision-makers or influencers. Those who are making decisions tend to be weighing cost advantages, implementation challenges, and other later-stage considerations. Influencers are likely to be collecting the information needed for earlier stages such as product comparison, competitor differentiators, and feature or benefit analysis.

Regardless of which segment of the audience you’re addressing, B2B email marketing strategies should revolve around identifying problems and demonstrating how your solutions are a good fit. People want to see that your products and services are a viable solution that directly addresses their needs, and should articulate value, quality, and trust. Content should always be centered on providing information and education rather than going hard for the sale. In fact, one study found that B2B emails with a “more info” call to action performed 90 percent better than ones that said, “buy now.”

While your broader marketing strategy will work hard to establish your brand and build awareness for your products and services, your email marketing should serve as the next step in the process. Use it to continue qualifying your leads and providing a positive exit for those who are truly not a good fit, and then nurturing the rest towards a sale by making the case for your solutions. Lastly, use email to maintain relationships once a purchase has been made.

B2C Email Marketing Strategies

When we’re contemplating a purchase for ourselves, our criteria will be vastly different than those we’re thinking about at work. What we buy reflects our own personal values, and we tend to make decisions based on branding. Understanding your audience means knowing whether they identify with luxury, convenience, comfort, or some other value and then incorporating these into your branding, including your email messages.

Once you’ve got the right look and feel for your email messages, it’s time to dig into the content. While people will be interested in relevant products and new releases, there’s one tried-and-true bit of email marketing content that always works: a discount. In fact, 42 percent of Americans subscribe to email lists just for the discounts! What’s more, 57 percent of shoppers said they wouldn’t have purchased if they didn’t have a coupon, and a whopping 82 percent said they’re more likely to continue shopping at a store that offers deals via a loyalty program.

Your broader marketing strategy will be working to establish the values you want your brand to represent, build awareness of your products, and sometimes going directly for the sale. Use email to complement that strategy by creating the feeling of private or personalized information that isn’t necessarily advertised to the public. That way, your customers will feel special and excited to see what’s arrived in their inboxes. And remember, if you’re looking to move products, fill tables, or get more people into your stores, offer a discount in your emails and you’re very likely to find success.

Bringing it All Together

Whether you’re addressing other businesses or consumers, your email marketing strategies should feel like a continuation of the marketing people can find in public and on the internet. It’s important to maintain your branding in every message to make sure all the emotional associations you’ve built are carrying through while also delivering content that feels personalized and exclusive so your subscribers have a reason to stay subscribed. After all, if they can see that information everywhere, they’ll stop getting excited when they see a new message from you.

If you’re not sure how to use email marketing strategies to boost your overall marketing success, we can help! We have a proven track record for helping both B2C and B2B companies make lasting connections with their customers using email to find measurable results.

Categories: Email Marketing
About the Author

Creative Director Jason co-founded Hometown Design Studio of New Lenox, IL in 2013. He spends his days guiding and consulting industrial clients and small businesses owners on their marketing strategy and projects. Jason enables everyone to be successful and grow their business by sharing his knowledge and experience.
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